Merge tags are placeholders that automatically insert specific information from your contacts' records or your Bonzo account settings into your messages. They allow you to personalize emails and text messages at scale — so each recipient sees their own name, loan details, or other relevant data without you having to type it manually.
Where to Find Merge Tags
Merge tags are available in any message editor across Bonzo. You can access them when composing messages in:
- Campaigns (event messages)
- Broadcasts (SMS and email)
- Pipeline message editor
- Content library (SMS and email templates)
Within any of these editors, you can insert merge tags using the merge tag menu in the toolbar or by typing the # shortcut directly in your message.
How Merge Tags Work
Merge tags act as placeholders while you compose your message. Each tag represents a specific data point — either from a contact's record (such as their first name, state, loan amount, or interest rate) or from your Bonzo account settings (such as your company name, NMLS ID, or application link).
In the editor, merge tags appear as pink pill-shaped labels showing what data they represent (for example, "Person first name"). When the message is sent, Bonzo replaces each tag with the actual value for that contact.
It is important to note that merge tags do not display actual data while you are drafting. They will only populate with real values once the message is sent. You can use the test message feature — found at the bottom of your event message edit screen next to "Save" — to confirm that your message reads well and that your tags are placed correctly.
Inserting Merge Tags from the Toolbar
- Place your cursor in the message where you want the tag to appear.
- Click on the merge tag option in the editor toolbar.
- Click "Show More" to view all available tags.
- Browse the tabs — or use the search bar to find a specific tag.
- Click on the tag you want to insert it into your message.
- Click off the menu to close it and continue editing.
The selected tag will appear in your message as a pink pill label. You can continue typing around it as normal.
Inserting Merge Tags with the # Shortcut
In addition to the toolbar menu, you can insert merge tags inline while typing by using the # shortcut.
- Begin composing your message in any SMS or email editor.
- Type
#at the point where you want to insert a merge tag. - Review the dropdown that appears at your cursor, which shows a short list of commonly used tags.
- Continue typing after
#to filter the list in real time. - Click on the tag you want, or use your arrow keys and press Enter to select it.
- Continue typing your message.
The selected tag will appear as the same pink pill label used by the toolbar method. Both approaches insert identical tags and produce the same result.
You will also notice that the SMS editor placeholder text reads: "Write SMS message — use # for merge tags" as a reminder that this shortcut is available.
When Merge Tag Data Is Missing
Merge tags will only populate if the relevant data exists in the contact's record. If a tag references a data point that has not been recorded for a specific contact — such as "Interest Rate" — Bonzo cannot replace the tag with a value. In that case, the recipient may see placeholder characters (such as % symbols) in the message instead of the intended information.
Before using merge tags, it is helpful to understand which data points they represent and confirm that the relevant information is recorded in your contacts' records. This is especially important for mortgage-specific or custom fields that may not be filled in for every contact.
Creating Custom Merge Tags
While most data points in Bonzo already have pre-created merge tags, you might want to add external information, such as a specific application link, to your merge tag list.
While Bonzo includes merge tags for most standard data points, you can also create your own to represent additional information — such as a specific application link, survey URL, or any value you want to reuse across messages.
- Navigate to "Settings" in the left sidebar.
- Click on "Merge Tags" on the right side of the settings page.
- Click the "+ Add Merge Tag" button in the top right.
- Enter a name for your tag. This is the label you will see when searching for or browsing your tags.
- Enter the value for your tag. This is what your contact will see when they receive the message — for example, a URL or a specific data point.
- Click "Save."
Your custom tag is now available for use. When inserting merge tags through the toolbar, navigate to the "Custom" tab to find any tags you have created. Custom tags also appear in the # shortcut dropdown when you search for them by name.
Summary
Merge tags let you personalize your messages by automatically inserting contact-specific and account-level data into your emails and texts. You can insert them using the editor toolbar or the # inline shortcut, and you can create custom tags to fit your specific workflow.